If you are a writer or a social media account manager, you are very familiar with the term editorial calendar. The challenge seems to be implementing what you write down. Here are some tips to help you follow through with your editorial calendar and how you can have a successful experience using one.
Depending on the type of business you are marketing, your evergreen content will vary around your business. Evergreen content can be used over and over. I often describe it as “generic” to people, as it’s something related to their business; yet pulls people in. It’s important to not use it too often, but it can be recycled through blog posts, social media and even put together as a program for an event you may be speaking at. I would place evergreen content onto your editorial calendar, when you feel like your content for the day is weak. A little extra juice with some evergreen content, can help with visibility of your busines.
Have a centralized calendar for all people involved in the marketing of your business. This calendar can keep everyone on track and in check.
If you know you have a topic that will take more than two days to share through social media, be sure to allot that amount of time on your calendar. An actual calendar that you write on, calendar on your phone or a shared google calendar may be what you need.
SCHEDULING SOCIAL MEDIA POSTS
The best way to share through social media is to post everything live. If you do need to schedule, be sure to not use a third party app when using Facebook. It’s important to use Facebook’s scheduling tool to keep your algorithms in check. Make sure your notifications are set, so you know when a customer or potential customer engages through your social channels. Social media is all about engaging, it is not about link dropping. Hootsuite, Buffer and Co-schedule are three third party apps that many have success with. The quickest way to lose your fan base is to not be present in your social media. You need to be present and get those conversations rolling.
SOCIAL MEDIA POST SUGGESTIONS FOR YOUR EDITORIAL CALENDAR
Sunday: Share a tip for the upcoming week related to your business
Monday: Offer words of wisdom from one of the employees of your business, share a picture of people visiting your business and how you help them, or ask a question related to an upcoming event in your industry?
Tuesday: Share a picture of people working in your business
Wednesday: Fill in the blank status update. Example: If I were to purchase a heated thermal mug, I would take it with me to _____________. (Fill in the blank)
Thursday: Share a customer testimonial.
Friday: Offer an opportunity for your fans to engage with you by sharing a national news story related to your industry.
Saturday: Share a video related to your industry or better yet, share a Facebook Live video if possible.
Most importantly, be consistent with your social media presence.
KEEP YOUR CUSTOMER IN MIND
When putting your editorial calendar to use, make sure you always keep your customer in mind. Put yourself in the customer’s shoes. Would I want to see “that” on social media? If you can say yes, proceed. Your customer will guide you, when you listen to them.
Most importantly, stick to a schedule and put your thoughts to work for you. Those blog posts and social media posts will help you grow your business. Be consistent and know that you are making a difference.